1. Marketing Management, 13th ed18
Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Marketing Management, 13th ed

2. What is Advertising?
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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3. Figure 18.1 The Five M’s of Advertising
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4. Advertising Objectives
Informative
advertising
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising
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5. Factors to Consider in Setting an Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
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6. Television Advantages Reaches broad spectrum of consumers
Low cost per exposure
Ability to demonstrate product use
Ability to portray image and brand personality
Disadvantages
Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers
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7. Print Ads Advantages Detailed product information
Ability to communicate user imagery
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable to demonstrate product use
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8. Print Ad Components Picture Headline Copy Signature
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9. Media Selection Reach Frequency Impact Exposure
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10. Choosing Among Major Media Types
Target audience and media habits
Product characteristics
Message characteristics
Cost
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11. Major Media Types Newspapers Television Direct mail Radio Magazines
Outdoor
Yellow Pages
Newsletters
Brochures
Telephone
Internet
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12. Place Advertising Billboards Public spaces Product placement
Point-of-purchase
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13. What is Sales Promotion?
Sales promotions consist of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
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14. Sales Promotion Tactics
Consumer-directed
Samples
Coupons
Cash refund offers
Price offs
Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
Trade-directed
Price offs
Allowances
Free goods
Sales contests
Spiffs
Trade shows
Specialty advertising
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15. Why Sponsor Events?
To identify with a particular target market or life style
To increase brand awareness
To create or reinforce consumer perceptions of key brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to community
To entertain key clients or reward employees
To permit merchandising or promotional opportunities
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16. Tasks Aided by Public Relations
Launching new products
Repositioning a mature product
Building interest in a product category
Influencing specific target groups
Defending products that have encountered public problems
Building the corporate image in a way that reflects favorable on products
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17. Public Relations Functions
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
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18. Major Tools in Marketing PR
Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media
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